Thanks. How long should I leave it in the bleach?
You can't really overdo it but too short and the bleach will not get deeper into the rock. Overnight at least...longer won't hurt...then some good rinsing/soaking in fresh water...giving the rock a chance to air dry completely in a sunny spot is nice if you have the space.
Since this rock will be going in a new setup using prime is really unnecessary as time will do the work. Phosphates bound to the rock is the remaining issue (same with much of the dry rock you could buy) assuming you don't have the space to set up vats to cure rock...you could set it up in the tank with substrate.....don't add any food or anything that might start the cycle going at this point...just water, circulation pump and a reactor full of GFO (the safest easiest option for smaller systems). Leave it like that for a week or so do nothing other than changing the GFO if you start to read anything but essentially zero when you test the water with the Hanna ULR Phosphorous tester that you will rush out and buy now that you have realized that controlling nutrients is the key to making successful reef keeping easy...
If the water is still reading zero...take the GFO offline for at least a few days and then test the water...not zero...put the GFO back online and try again in a week...zero...Congratulations you now have the foundation in place to start a nice reef environment...add some seeded substrate from a member's good clean successful reef and you will start you cultures of bacteria, micro fauna etc...all in one go.
This process may take a few weeks before you get to the cycling state but will be time well invested that will pay off in spades in the long run.